A Survey to Recognize the Most Important Dimensions of the Service Quality of Iran's Commercial Banks

Abstract

To achieve customer satisfaction, banks need to recognize the most important dimensions of service quality. The main target of this research is to recognize the dimensions which are more important for the customers. In this regard, a variety of models and researches were analyzed to develop the conceptual model of this research. This model was then modified by banking experts and university lecturers of the field. The Statistical population of this research includes customers in ten different commercial banks in ten different provinces of the country. This population was classified based on the provinces and banks and then customers were taken from each class randomly. Finally, 555 questionnaires were collected. To analyze the data, ANOVA and Correlation techniques were conducted by SPSS soft ware. Findings indicate that Assurance is the most important factor and being based on the principles of Islamic Banking is the least important factor for the customers.